Start With A #Hei
The challenge was to create an experience for Heineken that cuts through the noise and gets audiences to make fresh connections, and culturally connect across boundaries and borders to make a fresher world and inspire togetherness and joy.
Maura Chandler - Art Director
Maya Nayak - Social Media Strategist and Editor
Anna Bolden and Darryn Hammond - Market Research and Graphic Designers
Start With A #Hei
Lifestyle changes are when we need community the most, especially when it feels like we are starting over. Heineken helps to connect individuals and communities and they value supporting their customers however and whenever they can, by starting with a Hei. Large #Hei name tags, specific to major cities in the US, will be presented for young adults and older to interact with and find commonality and support with each other.
An In-Person Kiosk
next to the murals will allow people to introduce themselves in public settings with their #Hei nametag, or digitally via answering a question on social media, where communities can find each other and stay fresh together.
The campaign will be carried by digital assets
on social media that show how people are starting fresh in their lives. UGC will be incorporated into the campaign.
Please view the process book.
Please view my team recieving our Atlanta Silver Addy in the 2024 American Advertising Awards ceremony, and our team lead recieving our National Gold Addy. Thank you!
